After selling horchata from his house and the local market, Tortajada launched his first standalone premise in 1979 on what would come to be known as the Avenida de la Horchata (Horchata Avenue), a road connecting Valencia and the nearby town of Alboraya. He was also instrumental in founding the Association of Artisan Horchata Makers, becoming its first president and soliciting Denomination of Origin status for the region"s tiger nuts.